Businesses today have to communicate through a dizzying variety of channels.
A company's customers can use dozens of methods to get information about a product, buy it, and talk about whether they're satisfied. A person interested in a car, for example, might get curious after receiving an ad on a mobile device. She might follow up by researching the car on a desktop computer, watching it in action on YouTube, or visiting a dealership for a test drive. If she bought the car, she could take it to any number of places for service, buy accessories at stores or online, and maybe discuss it on social-media sites such as Twitter and Facebook.
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